CHESHIRE'S proof of age card scheme has finally been launched in Winsford, but a roadshow to promote the card attracted little interest.

Neil Wrench, Cheshire Trading Standards Officer puts the low demand on the day down to a lack of awareness, but he said there has still been plenty of demand for the card and is encouraging all youngsters to sign up for it.

Mr Wrench said the aim is to cut down underage drinking by making shopkeepers aware that youngsters have this card, and not to serve alcohol to anyone who cannot prove their age.

He added: "The thing with youngsters is they will ask why they need the card, we are trying to say it will help anyone who has difficulty proving their age."

He also said that the card is not just for identification purposes, there are other incentives such as discounts, and entry into a prize draw to win a DVD player.

The card is also cheaper than the national proof of age scheme, being free to school students and £1.50 for others.

Andrew Egerton, from Winsford Youth Council, hopes that the card will be a success. He said: "I think if it helps the image of young people, where they can't be seen to be underage drinking if they have a card, then it has to be a good thing."

Cheshire Trading Standards will measure the success of the card by performing spot checks on retailers by employing youngsters who will attempt to buy alcohol and cigarettes.

Application forms are available in libraries and in off licences and shops across Winsford.

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